India has made tremendous progress, evolving from a history of colonial oppression, poverty, and famines to becoming a nation increasingly focused on health and well-being. Traditionally, our diets were dominated by carbohydrates, epitomised by the phrase, ‘Roti Chawal Kha Ke Jana,’ as affordability and sustenance shaped our food habits. However, with rising disposable incomes and greater awareness about fitness, there has been a marked shift towards protein-rich diets and nutritional supplements.
What was once a niche interest for gym-bros has now entered the mainstream, with people from all walks of life embracing better dietary choices. As per experts, over 443 million millennials spend approximately Rs 4,000 per month on health and wellness, reflecting a growing recognition of the importance of healthcare and fitness. Additionally, the rise of homegrown brands offering tailored, affordable nutrition has made these products more accessible.
Growth of Nutraceuticals
As per reports and industry experts, the Indian dietary supplements market is rapidly expanding, projected to grow from $4 billion in 2020 to $10 billion by 2026, at an impressive 22% year-on-year growth rate. But what are the reasons for this rapid growth?
Harish Bijoor, Brand Guru & Founder, Harish Bijoor Consults Inc, remarks that the countries of the world can be broadly classified into two categories: those that focus on discovering and prioritising health before pursuing wealth, and those that prioritise achieving wealth first before addressing health, with India distinctly belonging to the latter group.
“As more and more Indians are getting more prosperous, the idea of seeking out wellness in the nutrition route, in terms of supplements and in terms of additives in their diet, is coming into work. And to that extent, once you have money in the bank, you are ready to take care of your health. And India is at that point of traction today,” he adds.
Experts are increasingly highlighting the growing trend towards preventive health measures through nutritional supplementation, reflecting a broader shift towards proactive approaches to wellbeing. Furthermore, the rise of online shopping has made these supplements more accessible than ever, offering consumers unmatched convenience. The expanding availability of information, coupled with a growing target audience, has further accelerated this growth, driving greater awareness and adoption in the market.
Arnesh Ghose, Independent Brand Architect and Content Strategist, believes that there are two major factors for this enormous growth. He believes, “Younger millennials, Gen Z, and Gen Alpha are highly conscious about health, fitness, and mental wellness, driving growth in this space through their curiosity and desire to improve. Social media amplifies this by inspiring them with achievable goals through creators providing practical information. This mix of aspiration and knowledge has fuelled interest in new supplements, workouts, and diets, as they strive to become healthier and happier.”
Rise of Digital Plus Influencers
Digital technology is truly coming full circle. It not only provides information about fitness and supplements but also serves as a platform to market brand initiatives and support sales across various channels. This medium and its extensions enable a seamless journey for businesses. With the younger generation largely driving this space, it’s only natural for brands to embrace digital platforms throughout their entire journey.
Deleise Ross, Senior VP & Business Head, Mudramax, shares, “Digital platforms are becoming increasingly important in the marketing of nutritional products. Brands leverage quick commerce and e-commerce to provide convenience and a diverse selection of items. They also produce informative content, such as blogs, articles, and videos, aimed at educating consumers about health and nutrition, as well as the benefits of their products.”
Similarly, Saurabh Kapoor, Co-founder, Wellbeing Nutrition, an organic, whole foods, and multivitamin supplements brand, brings to our attention that initially they focused on educating consumers about the benefits of holistic wellness and preventive healthcare through content marketing and educational campaigns that emphasised the long-term advantages of using clean-label, plant-based products.
“But as we grew, we adopted a digital-first approach, investing heavily in performance marketing, influencer partnerships, and content-driven campaigns. A significant focus is placed on CRM tools to drive customer retention through personalised engagement. We have also ventured into OTT platforms and integrated its marketing efforts with trending cultural moments, ensuring our campaigns resonate with a broad audience,” he adds.
And how can we forget influencers and celebrities. Many brands are collaborating with a combination of health/fitness influencers and popular celebrities as part of their marketing strategy. By collaborating with well-known figures, these brands aim to increase awareness within their sector. Some also feature real-life testimonials from individuals who have used the products successfully and seen positive results, further boosting their credibility.
Mool Meena, COO, Sheopal’s, an Ayurvedic wellness brand, states that they are primarily focused on building awareness, with a slight emphasis on paid promotions. “For this, we collaborate with a diverse range of celebrities and influencers to promote our healthcare brand. Some of our notable partnerships include cricketer Mohammed Shami, actor Delnaaz Irani, actor Rajesh Jais, actor Nawab Shah, actor Yash Tonk, YouTuber Purav Jha, and YouTuber Mohit Chhikara,” he states further.
Similarly, Wellbeing Nutrition has partnered with big names like Soha Ali Khan, Kunal Khemmu, Sanya Malhotra, Pratibha Ranta, Jibraan Khan, Lakshya, Gurpreet Singh Sandhu and Nayana James for their different campaigns. But at the same time, they also work closely with fitness trainers, nutritionists, and micro-influencers who resonate with niche audiences.
With the rise of online shopping, people can now have their preferred supplements delivered right to their doorstep. In the past, there was significant hesitation about the authenticity of products purchased offline from third-party sellers. However, with brands now selling directly through their own websites or via verified e-commerce and quick-commerce platforms, a new layer of trust has been established. On top of that, quick-commerce and e-commerce also help brands advertise in new ways.
Shradha Agarwal, Co-Founder and Global CEO, Grapes Worldwide, shares, “E-commerce has further aced the game for the category, with shopping platforms such as Amazon, and Flipkart opening the gateway for advertising. Moreover, with Q-commerce making significant strides, there is a lot of potential to explore and come up with innovative advertisements in the segment.”
Other Trends
While the route of Digital, is most preferred in this space, wellness brands like Avvatar Whey Protien are following a mixed approach. Having partnered with over 250 influencers and run several educational campaigns, a substantial portion of their ad spend goes to Digital. However, they are also using traditional mediums.
Akshali Shah, Executive Director of Parag Milk Foods, the parent company of Avvatar, voices that with the increasing momentum of digital-first strategies, they have maintained a comprehensive 360-degree approach to reach diverse consumer groups.
She adds, “Our association with high-profile fitness events like Spartan Endurance and MTV Roadies ensures that the Avvatar brand is seen in the context of serious athleticism. We also actively invest in impactful marketing initiatives by associating with high-impact television shows like Kaun Banega Crorepati (KBC), Anupama, India’s Got Talent, Super Singer, Bigg Boss and Maharashtrachi Hasyajatra. Furthermore, we maintain a traditional marketing mix, which includes the use of Out-of-Home (OOH) advertising and print media, ensuring we remain present across diverse touchpoints and connect with consumers wherever they are.”
With the greater demand and competition in the space, brands are said to be increasing their ad spend as well. While Avvatar allocates around 1-3% of their revenue for marketing efforts, Wellbeing Nutrition is significantly increasing their ad spends to keep pace with their rapid growth and ambitious expansion plans.
A few years ago, global players dominated the space. However, with the rise of home-grown brands bringing in their own Indianised flavours and unique twists, the playing field has become increasingly levelled, and continues to do so with each passing day. Whether it’s formulating a 100% vegetarian whey protein, localising offerings to suit the Indian market, or leveraging holy Ayurveda, home-grown brands are leaving no stone unturned.
Speaking about this, Aditya Premani, Co-Founder & Head of Social, Social Pill, reckons, “Local Indian brands are actively competing with global counterparts in the nutrition, wellness, and supplements sector by leveraging traditional knowledge, offering affordable pricing, expanding distribution networks, and introducing innovative products. Several local brands are also incorporating Ayurvedic principles and natural ingredients, resonating with consumers seeking holistic wellness solutions.”
As India continues its transformation into a health-conscious nation, the rise of nutraceuticals and wellness products showcases a shift in priorities towards long-term well-being. With the fusion of traditional wisdom and modern innovation, homegrown brands are increasingly taking the lead, offering affordable, locally tailored solutions to meet growing demand. Digital platforms, coupled with strategic influencer collaborations, are driving awareness and adoption at an unprecedented pace. As consumer consciousness evolves, the market is poised for continued growth, shaping a future where health and wellness take centre stage in every household across the country.
